SEA / Search Engine Advertising / PPC

Keywords and match types

Keywords are the foundation of SEA campaigns. Choosing the right keywords helps ensure your ad appears for relevant searches. Keep in mind that you can control how broad a keyword matches (exact, phrase, and broad). This way, you can focus on a specific word (with some waste) or a broader combination of terms.

Bidding on your own brand name can be much cheaper than generic keywords, but it is important to analyze whether this is simply shifting free SEO traffic to paid SEA traffic. Your organic search position plays a key role in this decision. Even if your website already ranks first organically, running brand ads can secure an extra position in the top results, increasing visibility and pushing competitors further down.

Targeting

Reaching the right audience is essential for SEA success. Search engines allow targeting, like:

• Demographics – Age, gender, income, and interests
• Geo-targeting – Targeting users in specific locations
• Device targeting – Optimizing for mobile, desktop, or tablets
• Audience lists – Remarketing to previous visitors or using custom audiences

By refining audience targeting, advertisers can ensure ads are shown to users most likely to convert.

Bidding and bid strategy

Ads are placed through a real time auction that takes place every time someone enters a search query. Advertisers bid on keywords, but winning is not just about offering the highest amount. Search engines also consider factors like the relevance of the ad, the expected click through rate, and the quality of the landing page.

Most advertisers use automated bidding, where the platform adjusts bids to get the most clicks, conversions, or revenue based on the campaign goals. Some strategies focus on getting as many clicks as possible within a budget, while others aim to maximize conversions or maintain a specific return on ad spend.

The right approach depends on what you want to achieve. If the goal is brand awareness, bidding may focus on getting the ad seen by as many people as possible. If the goal is sales, bids can be optimized to attract users who are more likely to make a purchase. Whatever the strategy, it is important to regularly review and adjust bids to keep costs under control and ensure the best results.

Ad Copy & Extensions

A well written ad is essential for attracting attention and getting users to click. In Search Engine Advertising (SEA), ads compete for visibility, so they need to be clear, relevant, and engaging. The way an ad is structured can make a big difference in performance, which is why most platforms allow for multiple headlines, descriptions, and ad extensions to improve effectiveness.

The best performing ads use strong headlines that match what users are searching for and descriptions that highlight key benefits or offers. Some ads automatically adjust based on user behavior, showing the most relevant combinations of headlines and text. Adding ad extensions helps provide extra information, such as sitelinks to important pages, call buttons for direct contact, or location details for nearby users.

A good ad is more than just a few words. It should match the search intent, stand out from competitors, and encourage action. Testing different versions and using performance data to refine ads over time helps improve click through rates and overall campaign success.